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Integrating identity, strategy and communications for trust, loyalty and commitment

Foroudi, P, Suraksha, G, Kitchen, PJ, Melewar, TC and Foroudi, M 2016, 'Integrating identity, strategy and communications for trust, loyalty and commitment' , European Journal of Marketing . (In Press)

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Abstract

Purpose – This paper operationalizes and juxtaposes variables related to identity, strategy and communications and then examines the impact of such integration on organizational stakeholders’ trust, loyalty and commitment by employing commitment/trust theory. Design/methodology/approach – This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings – The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value – The paper shows that while practitioners have indicated that integrated marketing communication is important for organizations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. We empirically examined relationships between these constructs by validating a conceptual model employing SEM.

Item Type: Article
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: European Journal of Marketing
Publisher: Emerald
ISSN: 0309-0566
Funders: Non funded research
Depositing User: Prof PJ Kitchen
Date Deposited: 09 Jun 2016 08:43
Last Modified: 09 Jun 2016 08:43
URI: http://usir.salford.ac.uk/id/eprint/39130

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